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Eli Lilly Canada breaks new Cialis campaign

Eli Lilly Canada has begun a new advertising campaign called "Missing" for its Cialis erectile dysfunction product. The campaign consists of a 30-second television commercial and out-of-home advertising developed by Grey Canada of Toronto. The new creative will run nationally along side the brand's ongoing "Oops" campaign, also from Grey, in English and French. The commercial takes the form of a news story about a search for a couple who have not been seen for several days. The ad ends with the couple entering an electronics store in which their faces are displayed on all the television sets, along with the copy, "Cialis. Ask your doctor." Posters and billboards will run in Toronto, Montreal, Vancouver, Edmonton and Calgary until late November, along with posters in restaurants and doctors' offices. "The first campaign was well received and the feedback was very positive," said Michel Quintas, direct to consumer channel manager at Eli Lilly Canada. "This new creative continues to support our intent to create a unique Canadian campaign encouraging men to initiate a dialogue about Cialis with their doctors, while respecting applicable Canadian regulations governing pharmaceutical advertising."

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